Let’s say you want to do the visual identity for a brand.
I do SEO, not brand design, but as far as I know, you’ll need to start from the brand values.
First, establish what the brand values are, and what are some brand characteristics, create some general principles for design, and only at the end try to make a nice logo.
If you make a cool-looking logo, it might not reflect your brand.
I think the WordPress logo reflects their brand identity.
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